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ROI of Social Media

Measuring the Un-Measurable

@soravjain

www.facebook.com/learnsocialmedia

http://www.facebook.com/learnsocialmedia

Social Media is like Teen SexAvinash Kaushik, Analytics Evangelist, Google

Social Media is like Teen SexEveryone wants to do it.

Nobody knows How?When it's finally done there is surprise it's

Not Better- Avinash Kaushik, Analytics Evangelist, Google

“High / Wrong Expectations!”

What Investment?



Is Social Media an extension ofbusiness ethics? Should there

even be a “return”?



QualitativeBenefits Loyalty

Trust Passion

Brand Awareness

InteractionConversations

Insights



…..but you’ll probably be told

that stuff is hard to measure



It IS easy to measure, just not with usual success metrics…

… It doesn’t just boost sales but impacts the overall organization growth..



Know which needles*



Know which needles* you wantto move and.



Know which needles* you wantto move and how to keep track.

Know which needles* you wantto move and how to keep track.

*be strict and choose metricsthat actually translate into abusiness context for yourorganization.



Does Number of Followers Define ROI?

It is a meaningless metrics………….. “IGNORE”



Define Success Metrics

Few Examples:

Number of people who filled in the “get more info” form

Number of influential blogs that linked to us

Number of repeating, unique visitors

Number of people who visited website via Facebook, Twitter or LinkedIn

Number of new customers / sales

Number of features suggested by users that we actually implement

Number of new things we discovered about customers that we never knew before

Number of new customers / sales

Reduction in support costs

Number of people in a specific location / demographic who follow us on twitter

Number of Followers (During Viral and Advertising Campaigns)



Measuring Qualitative and Quantitative



Case 1: Star Bucks



A campaign to increase Satisfaction and Obtain Customer Feedback

Success Metrics Goal As Implemented by

Amount of feedbacksreceived.

Amount of good suggestions that your company hadn’t thought of

Amount of the above that your company actually implements

N amount of suggestionscollected per month and N amount that you actuallyimplement.



Case 2: Ching’s Secret



A Campaign to Listen Consumers and Understand Consumer Behavior

Success Metrics Goal As Implemented by

- Media Coverage and Positioning among Authorities

- Quality of Feedback

Number of followers

Customers using Social Media platform to engage with the brand

Reduction in Research Cost

To Gain Thought Leadership

To obtain both negative and positive

N Number of followers by the end of this year

N Number of customers should use Social Media to engage with brand.

Profiling on Basis of Feedbacks and Activities

Case 3: Paranormal Activity

The WOM Process



Demand how?

By clicking

To watch the movie

Invite people to make it

1,000,000Demands

Invite people to make it

How the Demand Grew?

By Spreading the Word

Via


Via

Emailing Friends


Via

Emailing Friends

tweeting


Via

Emailing Friends

tweeting

Using widget on blogs & websites


Via

Emailing Friends

tweeting


Facebook share


Via

Emailing Friends

tweeting


Facebook share

Pasting the links


Via

Emailing Friends

tweeting


Facebook share

Pasting the links

And the Most Effective??


Via

Emailing Friends

tweeting


Facebook share

Pasting the links

Tweeting

Tweeting about

Paranormal Activity

Demand

Tweeting about

Paranormal Activity

Experience

Tweeting Paranormal

Activity Reviews & Posting

links to reviews by experts,

videos, websites and blogs

Leading to a Paranormal

Activity Conversation

Ample Paranormal Activity tweets & conversation makes

it in the list of TRENDING TOPICS

Raising Curiosity among Tweeters who haven’t heard about

Paranormal Activity!

Resulting in conversation, questions & need to know about

Paranormal Activity!

Facebook Share and Fan Pages

More than 25 Paranormal Activity fan pages with maximum holding

1,00,000 fans

Beyond 20 Paranormal Activity groups targeting individual countries

Activities on Fan Pages

Hosting Parties


Hosting Parties

Raising interest among theatres to actively promote the movie and sell tickets to be a part of the party

Pleading customers to purchase tickets to support their nearby / favorite theatre. Also, providing information on left over tickets.


Uploading reaction videos



Uploading reaction Photos



Uploading reaction Photos

Discussions

Facebook Share

People updating Status message about

Paranormal Activity from

personal profiles & on

fan pages

PositiveConversation

Raising curiosity among people who have not watched it yet!

Facebook Share

Reactions on status messages on personal profile and fan pages

Positive feedback

Negative feedback

Facebook Share

photos share, videos share, paranormal activity links share (to blogs, websites, reviews, news), FB applications etc..


Positive feedback

Negative feedback

Facebook Share

photos share, videos share, paranormal activity links share (to blogs, websites, reviews news), FB applications etc..

Resulting In >>

Positive feedback

Negative feedback


Conversations

Conversations

Conversations

& Conversations

Conversations

Conversations

& Conversations

Spreading Word of Mouth and

Increasing Demand

Reason Why Company Fails!

Research conducted by students of GreatLakes at ECHOVME as Interns

I Love Questions!

Sorav JainThinker in Chief ECHOVME Social Marketing Pvt. Ltd.Nungambakkam, Chennai www.echovme.comwww.soravjain.com@soravjain on Twitterwww.facebook.com/soravjainwww.linkedin.com/in/soravjain


http://www.echovme.com/

http://www.soravjain.com/

http://www.facebook.com/soravjain

http://www.linkedin.com/in/soravjain


Sources:

• Yongfook - digital business incubator, based in Tokyo

• ECHO VME and Great Lakes Institute of Management Joint Research Reports

• www.soravjain.com

• http://mashable.com/2009/10/13/paranormal-activity-success/

http://www.soravjain.com/

http://mashable.com/2009/10/13/paranormal-activity-success/






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